VICTORIA, AU / ACCESS Newswire / October 28, 2026 / Cullen began 2024 with every showroom in Australia. Today the Melbourne jeweller welcomes couples by appointment in Toronto and across the United States, including a fifth US showroom in San Diego's La Jolla. It's a fast climb for a brand that started as a website.

Source: Cullen Jewellery

A Melbourne Jeweller Built on One Clear Rule

Jordan Cullen founded Cullen Jewellery in Melbourne in 2018 with a bold founding rule: every diamond would be grown in a lab. Eight years on, that rule still guides everything the brand makes. Cullen designs lab-grown diamond engagement rings, wedding bands and fine jewellery, alongside moissanite and lab-grown sapphires.

It started online. The first bricks-and-mortar showroom opened in Melbourne in 2019, followed by Sydney, Brisbane, Perth and Adelaide. Each one confirmed the same idea. People love researching a ring on their phone, and they love seeing it on their hand even more before they choose.

Why Lab-Grown Diamonds Resonate with Canadian Couples

Canadians know diamonds well. In 2024 Canada was the world's fourth-largest producer of rough diamonds by value, with roughly 11 per cent of global output. Buyers here value knowing exactly where a stone comes from.

Cullen gives them that clarity. A lab-grown diamond is chemically and physically identical to a mined one, with the same hardness and the same fire under a loupe. Its origin is the point of difference. Cullen's diamonds are certified by the International Gemological Institute, and the company says its lab-grown stones are carbon neutral, certified by Clear Neutral. For couples who want a sustainable choice with full size and quality, that's a compelling pitch.

The maths works in their favour too. Lab-grown stones generally cost less than mined stones of the same carat and grade, which frees up budget for the setting or a larger centre stone. A 1.50ct oval becomes a realistic, exciting option.

The Showroom Expansion

Many lab-grown brands stay online. Cullen chose to invest in spaces where couples can meet the team in person.

Its first international showroom opened in Auckland in November 2024. London came next, then a second UK showroom in Manchester. In North America, Toronto and San Francisco were part of the same expansion wave. The San Francisco showroom sits on Union Street in Pacific Heights, and the US network has since grown to five locations with La Jolla.

What an Appointment Looks Like

Every showroom runs by appointment. You sit with a ring specialist, try on settings, compare stone shapes side by side and, for something truly personal, work through a custom design with a quote prepared just for you. It's an unhurried experience, by design.

An engagement ring is often the most meaningful piece of jewellery a person will ever buy. Cullen's bet is that time in a calm, welcoming space gives couples who already love the idea of lab-grown the confidence to choose. Every ring is backed by a Lifetime Manufacturing Warranty, so couples in Toronto enjoy the same peace of mind as couples in Melbourne.

Where Cullen Earns Trust

North American couples are already embracing lab-grown diamonds. The bigger opportunity is trust, and choosing a Melbourne jeweller for something this personal.

Cullen earns it face to face. A chair in Toronto or Pacific Heights, a tray of rings and an hour with someone who can show exactly why one oval catches the light more beautifully than another.

About Cullen Jewellery

Cullen Jewellery is an Australian jewellery brand founded in Melbourne in 2018. The company designs lab-grown diamond engagement rings, wedding bands and fine jewellery, alongside moissanite and lab-grown sapphires.

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SOURCE: Cullen Jewellery